Just in case you forgot who still wears the pants in the advertising world, it’s TV. According to USA Today, CBS has sold 90 percent of Super Bowl ads.
TV is still a shotgun-approach medium for advertisers, as they spray their messages in front of millions hoping to knock a few down. Digital, on the other hand, is sniper-oriented, targeting the right person at the right time with the right ad. Horizon’s David Campanelli says in the USA Today piece, “Put quite simply, [TV] works.”
Along with the TV buy, however, brands have figured out that the Super Bowl — and mega-events like the Oscars and March Madness — is a perfect storm of earned, owned and paid media. Commercial slots are falling between the $3.7 million and $3.8 million range, which is up slightly from last year’s $3.5 million spot on NBC. It’s good to be the king.
More in Media
Digiday+ Research: Publishers’ feelings about the media industry are shaky, but they’re still optimistic for 2025
Publishers are optimistic about this year in some important ways, but there are also some things they don’t feel optimistic about.
AI Briefing: Copyright battles bring Meta and OpenAI datasets under the microscope
Court documents raise new questions about Meta’s use of copyrighted content, and how much execs knew about pirated datasets
Telcos in ad tech, haven’t we seen this movie before?
As T-Mobile prepares to write a $600 million check to get into the OOH sector, can it succeed where others have failed?